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电子商务作为一种新的商务模式,它的快速发展带来便捷效率的同时,买卖双方的信息不对称成为阻碍电子商务发展的瓶颈。由于电子商务的虚拟性等原因,信息不对称更易带来电子商务的逆向选择和道德风险,带来电子商务的“柠檬市场”。从第三方机制入手,试图找到一个合理的设计机制来规避信息不对称的逆向选择问题。
E-commerce as a new business model, its rapid development brings convenience efficiency, information asymmetry between buyers and sellers has become a bottleneck impeding the development of e-commerce. Due to the virtual nature of e-commerce and other reasons, asymmetric information is more likely to bring about the adverse selection and moral hazard of e-commerce, resulting in the “lemon market” of e-commerce. Starting from the third party mechanism, trying to find a reasonable design mechanism to avoid the problem of adverse selection of information asymmetry.